Internal Marketing: Integrating R&D and Marketing Within the Organization

Examines organizational adoption of R&D/marketing integration from a diffusion‐of‐innovations perspective, summarizing findings and concepts gleaned from research. Applies these findings to improve understanding of the problem of integrating R&D and marketing in the new product development environment. Offers managerial recommendations for increased cooperation and communications between the marketing and R&D functions. Presents an agenda for further research.